In 2009, the organizers of San Diego’s PGA Tour event went all in with the promotion of Tiger Woods as its defending champion. Woods was on virtually every piece of marketing material, from media guides to pairing sheets.

The move backfired when Woods chose not to play while still recovering from knee surgery the previous summer.

A lesson was learned, and though Woods has indicated he will return in 2014 to defend the Farmers Insurance Open title he won this year at Torrey Pines, don’t expect to see him splashed across billboards or TV ads.

Tournament Director Peter Ripa said the Century Club is moving away from promoting one individual to a larger theme. This year, the slogan is “See you at Torrey” and will feature fans at San Diego hotspots, as well one iconic local sports figure, former Padres closer Trevor Hoffman.

For the TV commercials, there will be highlights of golfers expected to play, including Woods. The only golfer with a speaking part is Rickie Fowler, the popular Murrieta native who has a sponsorship deal with Farmers Insurance.

“The staff did a good job and we really worked hard on the messaging,” Ripa said. “The idea was to create (the tournament) as a place to be seen at a major event.”

More Woods

Ripa said that one of his most memorable moments from last year’s tournament was Woods taking the time to visit the sponsors’ party after he won on Monday.

Following the winner’s press conference, Ripa asked if Woods could visit the party. He obliged, driving his rental car to the front of the Lodge at Torrey Pines and walking with police officers who Ripa rounded up. There were about 90 people waiting on the Lodge’s event lawn.

“He walked down the stairs and people were in awe,” Ripa said. “It was like Michael Jordan walking down the stairs. To say that was meaningful to the sponsors would be a huge understatement. … I’m proud to have Tiger Woods as our champion.”

Chip-ins

-- Tickets for the 2014 LPGA Kia Classic, to be played March 27-30 at the Aviara Golf Club, are on sale. Advance prices are $10 for Wednesday’s pro-am and $15 for tournament rounds Thursday-Sunday. Children 17 and under are free with a paid adult. For ticket or volunteer information, visit kiaclassic.com.

-- As part of the “Celebrate San Diego Golf Day” on Nov. 20, local PGA teaching professionals will provide free golf lessons on the Balboa Park Presidents Way Lawn from 1 p.m. to 5 p.m. Local golf facilities will offer free group lessons or 2-for-1 deals on range fees. For a list of participating facilities, visit scpga.com.